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MindShare Takes Control of Kmart's Media Work

MediaCom Previously Handled $190 Million Account

NEW YORK (AdAge.com) -- Sears Holdings Corp.'s Kmart is shifting its $190 million media buying-and-planning account to WPP Group's MindShare, which already handles Sears, Roebuck & Co., according to the marketer.
The move consolidates all of Sears Holding Corp.'s media duties at MindShare. Credit: AP
'Continued integration'
The account has been handled by WPP's MediaCom. "This in no way reflects on the outstanding work that MediaCom has done for Kmart since 2003," said a Sears Holdings spokesman. "It's part of our continued integration."

The move, effective June 30, consolidates all of Sears Holding Corp.'s media duties at MindShare. Kmart spent $190 million in measured media in 2005, according to TNS Media Intelligence. Sears Holdings spent $809 million in total.

Post-merger strategies
The media consolidation follows the merger of Kmart and Sears, a deal that closed in March 2005. In August, Sears consolidated creative duties with WPP's Y&R, Chicago, leaving Kmart at sibling Grey. That creative assignment is unaffected, the spokesman said.

Separately, MediaCom laid off 23 employees April 24 as part of an effort to "reshape the organization for the future," according to Dene Callas, CEO of MediaCom US.

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Matthew Creamer

Matthew Creamer is a former Ad Age editor at large. He now works in creative and content at KBS+.